The goal of this study is to reveal the social and economic benefits of heritage tourism in the city of Shumen in 2021. The focus is on the perceptions of Bulgarian tourists as there were almost no foreign visitors due to the pandemic situation. The research is based on data through a standardized questionnaire from 508 visitors to five significant heritage sites (Madara Rider, Shumen Fortress, ‘Founders of the Bulgarian State’, Tombul Mosque, and Regional History Museum). The study seeks to answer the following research questions: (1) What are the motives for visiting, impressions, evaluations and recommendations of visitors to these sites? (2) What are the economic benefits for the heritage sites and the city? The results show that domestic heritage tourists benefit mainly from a good combination of culture and beautiful nature, while the heritage sites could not sustain only from their own revenue and need additional support.